So, with plummeting sales and COVID-19, new Harley CEO Jochen Zeitz has been making some major changes within the company. Zeitz recently said, “a total rewire is necessary to make Harley-Davidson a high-performance company.” (see video below)
Harley-Davidson recently announced they will not be releasing the Bronx Streetfighter as promised later this year. Remember, this was the street racer style bike that was supposed to have the new liquid-cooled Revolution Max engine with 117 HP and 70 pound-foot of torque. Harley says the Streetfighter won't release next year either and won't comment on whether the Streetfighter will ever be released at this point.
Harley says its immediate new product focus in 2021 will be on the launch of the Pan America, Harley's first Adventure Touring motorcycle and I’m actually very curious about this bike, as I also love adventure riding. But, I’ve said it before; If this bike is overpriced like the Livewire was when it was released, it will likely be a flop.
Many also speculate that the Street 500 and 750 models may also be at risk of being axed after dealers reported not being given the lightweight models following poor sales performance. However, Harley will not actually comment regarding the status of other models.
For those of you wondering-yes the new high-Performance Custom Model is still planned for 2021 and still listed on Harley’s website.
Harley continues to struggle here in 2020 and there are reports that 50 dealerships have closed or are in the process of closing and that “significantly more” will shut their doors this year. In July Harley announced a five-year strategic plan after the COVID-19 pandemic resulted in a $92 million loss in the three months through June, with motorcycle sales plummeting 27%. This new overhaul includes vast changes to Harley’s operating model, updated motorcycles, newproducts, and a focus on accessories and general merchandise.
Further, the company will focus on 50 key markets, mostly in North America and Europe, and is working on plans to exit areas that are unprofitable. All these changes are projected to save the company $250 million this year and $100 million annually thereafter.
Harley also says a new marketing campaign focusing on the “unrelenting spirit” of Harley will include a collaboration with actor Jason Momoa.